HUMANIZING THE HOLIDAYS: ‘TIS THE SEASON FOR BRANDS TO GIVE THE GIFT OF CONNECTION
October 1, 2020
7 min read
Covid-weary consumers are facing a holiday season of continued distancing and digital—and they’re craving a more connected experience. Any brand that ignores that and approaches the holidays the same as years past will not be successful.
For many, Holiday 2020 feels more looming than promising: 51 percent of people report they don’t expect to spend it with family, while 75 percent say it’s the most difficult time to be without family—and 47 percent say they’d break the rules to spend it together.
Brands need to respond to this. They need to think hard about the role they play in consumers’ holiday experience—and find ways they can elevate that experience into something more heartfelt and human.
To ignore this collective consumer malaise and take a business-as-usual approach is to invite irrelevance and wave goodbye to market share. The solution lies in being present at each moment of the customer’s journey, and scaling those moments according to retailer, location, and footprint.